Goran Paun From ArtVersion
For over two decades, Goran Paun has been at the forefront of shaping user experiences that leave a lasting positive impact on branding. As the Principal and Creative Director at ArtVersion, he has specialized in the ever-evolving field of User Experience Design. A pioneer in advocating for human-centered design approaches, Goran's work has significantly influenced industry perceptions of this critical discipline, solidifying its place in modern design frameworks.
With an extensive background that spans Graphic Design, User Interface Design, and Brand Identity Design, Goran brings a unique interdisciplinary lens to his work. His design solutions are a product of strategic thoughtfulness, underpinned by empirical research and a nuanced grasp of user behavior. The end result is always a design that is both visually stunning and functionally effective, elevating user interaction and overall experience.
Under Goran's stewardship, ArtVersion has risen to the ranks of an award-winning design consultancy. His unwavering dedication to design excellence sets industry standards, making invaluable contributions to the ongoing evolution of user-centric design. Beyond the scope of ArtVersion, Goran's influence is felt across the global design landscape, inspiring both contemporaries and the next wave of designers to craft impactful user experiences in our digitally ubiquitous era.
Clients include: Exelon, Toyota, Volvo, Johnson & Johnson, Coca-Cola Company, PepsiCo, Hilton, Westlake, Caterpillar, Qualcomm, Cisco, New York Life, Datacolor, Ricoh, Mitsui & Co, Jackson National, Morgan Stanley, Federal Reserve, TransUnion, Mack Trucks, Pfizer, Rush University, Internet Society Foundation, Anti-Defamation League, U.S. Green Building Council, National Association of REALTORS, and Special Olympics.
Please tell me all about your agency and what makes it unique?
ArtVersion is a premier design consultancy deeply committed to a user-centric approach that seamlessly marries form and function. With a portfolio that spans Web Design, Brand Strategy, UI/UX Design, and Graphic Design, the firm offers a comprehensive suite of services tailored to meet the unique needs of each client. Grounded in research-driven methodologies, ArtVersion's designs prioritize the user at every touchpoint—ensuring not only aesthetic excellence but also functional resonance. This holistic perspective has made the firm a go-to resource for businesses seeking transformative digital experiences that enrich user interaction and engagement, while also driving key performance metrics.
Their dedication to achieving design excellence has set them apart as leaders in user-centric design, garnering recognition from prestigious industry bodies, accolades, and publications. This esteemed status manifests not just in awards but also in the high-caliber clientele the firm attracts—ranging from Fortune 500 companies to notable non-profit organizations.
Can you describe your journey to becoming an agency owner? What do your clients like most about your agency?
Established in 1999 in the heart of Chicago by Goran Paun, a renowned graphic designer, ArtVersion initially specialized in traditional brand design services. The firm reached a pivotal juncture in the early 2000s when client demands began shifting toward digital services like Web Design and User Interface Design. Notable clients such as Cisco, Johnson & Johnson, Jackson National, and Morgan Stanley, who had initially sought out ArtVersion's expertise in graphic and print design, began to request more intricate, digitally-centered services to enhance user experiences in online settings. Seizing this opportunity, ArtVersion transitioned its human-centered design ethos from the domains of print and packaging to the digital arena. This shift led to their becoming ardent champions of purpose-built user experience in digital platforms and gave birth to their trademarked mantra, "We Design Experiences."
ArtVersion's defining trait is its unwavering dedication to user-centric design, which is apparent across various mediums. Whether the project involves print or digital components, the agency consistently strives to understand and fulfill user needs. This holistic approach results in designs that are both visually captivating and functionally effective, leading to successful project completions and enduring client relationships. With a unique blend of artistic flair, strategic acumen, and research-based insights, ArtVersion ensures that each design resonates deeply with its target audience, thereby solidifying its reputation as an industry leader.
Let’s face it, agencies are a dime a dozen. How do you make your agency stand out?
In an industry teeming with agencies, what sets ArtVersion apart is its unwavering focus on user-centric design. The agency operates under the fundamental belief that satisfying users leads to successful companies. Unlike many agencies that merely pay lip service to user-centered design, ArtVersion integrates this philosophy deeply into its entire workflow and end products. From research-driven methodologies to its data-led design decisions and human-centric design principles, every facet of the agency aims to create meaningful interactions that elevate the user's experience.
This commitment to user satisfaction transcends aesthetic considerations; it results in functional designs that address real-world challenges and positively impact key performance metrics. The agency's extensive portfolio, boasting collaborations with high-caliber clients across various sectors, stands as evidence of its capability to deliver user-resonant designs that not only meet but often exceed client expectations. These enduring partnerships further emphasize the effectiveness of ArtVersion's distinct approach to design. In a crowded field where differentiation is rare, ArtVersion's dedication to a user-centered philosophy serves as its defining edge.
If you could pick your dream brand to become one of your clients, which brand would that be?
"When I founded the agency, I was deeply inspired by a number of influential brands and the transformative impact they had on their respective industries," states Goran Paun. "Over the years, many of these aspirational brands have indeed become our clients, allowing us the privilege of creating work that has touched the lives of millions. We never take this for granted. We fully recognize that brands have a multitude of options when it comes to selecting a design partner, and we are extremely honored to collaborate with each and every one of them."
What would you say are the top 3 strategies used by your agency to land new clients? What works best when it comes to retaining clients at your agency?
Networking and Relationship-Building: ArtVersion believes in the power of relationships and often gains new clients through recommendations and referrals.
Portfolio Excellence: A robust portfolio showcasing successful projects builds confidence among potential clients.
Tailored Pitches: ArtVersion takes the time to understand each prospective client's unique needs, crafting customized proposals rather than one-size-fits-all solutions.
What are some of the pain points you experience as an agency owner?
Managing growth without compromising quality remains a key challenge. Balancing administrative tasks alongside creative responsibilities is another pain point that comes with running an independent agency.
What advice do you have for someone who is just now starting their agency?
Paun advises newcomers to stay humble. Understanding the market and identifying a unique angle where you can make a real difference, early on in the game, can make it easier down the line.
Can you think of a time in your agency journey when you made a mistake and learned from it?
Paun acknowledges that grappling with project scope and the tendency to overdeliver are evergreen challenges in the creative industry. These are issues he has faced multiple times, leading to occasional timeline overruns. Each instance serves as a reminder of the critical importance of detailed project planning and transparent communication with both team members and clients. These experiences continuously shape ArtVersion's approach to managing expectations and delivering value.
Looking ahead, what do you think will change about the agency landscape in 2024?
Building on their decades-long focus on user experience design, ArtVersion's team believes that designing experiential commerce is just the tip of the iceberg. They anticipate this will evolve and become even more prominent in the landscape of 2024.
